Abstract

REINOSO, Nelson Garcia. SEGMENTARON BY MOTIVATIONS AND VALUATION OF IN LAN D TOURISM IN MANTA, MANABÍ, ECUADOR. Innovar [online]. 2021, vol.31, n.80, pp.57-72.  Epub June 10, 2021. ISSN 0121-5051.

Studying valuation, motivations and satisfaction allows a better understanding of the expectations, needs and objectives of tourists, which are essential inputs for the design of marketing strategies. Despite this, few works study segmentation and valuation based on the most relevant motivations of tourists, especially in countries such as Ecuador. Therefore, the main goal of this research is to characterize the profiles of the tourists who visit Manta, metropolitan area of Manabí, Ecuador, through a quantitative approach and the application of a survey that weighs their motivations, travel behavior, product or service purchased, and their evaluation and satisfaction towards the destination. The results lead to conclude that the main practical implication of this research is to understand the motivations, valuation and satisfaction of the identified segments in order to contribute to improving key action strategies within the framework of the complementarity between cultural heritage and sun-and-beach tourism in Manta.

Keywords : Tourist demand; tourist motivations; segmentation; inland tourism.

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